Newspaper Ads Increase
Friday, 01 December, 2006 | 15:35 WIB

TEMPO Interactive, Jakarta: Ad sales for newspapers in the third quarter 2006 increased by 23 percent to Rp6.06 trillion compared to Rp4.91 trillion in 2005. Executive Director of AGB Nielson Media Research Anant Pratikno said that the increase was triggered by the rise in ad sales of communication, motorcycles, and the hypermarket sector.

According to him, customers are curious about the products in detail that cannot be advertised through television. “Consumers need detail explanations before they spend their money,” he said yesterday (11/30).

He said that the highest ad sales for newspaper was gained from the communication sector with Rp521 billion. In addition, motorcycle ad sales reached Rp510 billion.

Ananto explained that although ad sales for newspaper experienced an increase, television still has the highest ad sales with 68 percent of a total Rp22 trillion or around Rp15.18 trillion. In addition to magazines, ad sales reached Rp28 billion.

According to Ananto, next year, television revenues from ad sales are bound to decrease since cigarette products, being one of the largest contributors, will not be allowed to promote any more. For the time being, ad sales of cigarette products reached Rp1.27 trillion for television. “The potential will be gone if cigarette products are totally banned from promoting,” he said.

Meanwhile, newspaper ad sales will probably increase by 26-30 percent because fast moving or retail products will spend much more cash for promotion.

EKO NOPIANSYAH